His technique is lacking but people are more fond of hating for the sake of it. Both him and Harry Kane get doubters and irrational skepticism when we are talking of young strikers scoring with consistent top numbers. But for some reason it's easier talking down on them then giving props. Their consitency is what I want for Morata in the league, and he is older then both.
That said it doesn't mean I would advocate for a signing, simply because they play in a league and financial reality where it's simple unattainable prospect to try for them. Better of trying to find the next them, more worth it that way.